What Is the Difference Between a Tri-fold Brochure, Case Study and a White Paper?
January 23, 2010
I have never been a big fan of tri-fold brochures that attempt to convince me that I should buy a particular product or sign up for a certain service. These marketing materials tend not to be persuasive enough due to the fact that information has been crammed into a limited space. The customer benefits are not always obvious, contrary to emotional appeal – nice images, unusual fonts and unique paper may catch my attention, but not for long.
White papers appeal more to me as they provide logic through facts, statistics and quotes from end users or industry experts. They are not flashy, but usually filled with facts. For me, they are much more informative. I consider writing a good white paper a real art form as the author has to be a good researcher, persuasive essayist and a marketer all at once. At the same time, a good balance between the right amount of facts, images, quotes and often industry terms has to be achieved. Case studies tend to focus on customer stories and testimonials whereas white papers add a touch of credibility through unbiased information.
High quality content is becoming increasingly important as people crave useful information and have access to growing number of information channels before making buying decisions. All marketing materials should educate; therefore, business people, especially marketers, need to become avid readers and dedicated students to continuously improve their skills. I am planning to master the art of writing effective white papers in 2010 to deliver quality leads for my own business and customers. I encourage you to do the same. Good content leads to good customers.
Good place to start: White Paper Success Summit 2010, a live online event that will empower participants to attract quality leads and grow their business with educational white papers. I am planning to attend as the list of instructors is impressive. I would love to win a free ticket or two and you can too (until January 25th, 2010) – read more on the Content Marketing Revolution blog and stop by Michael Stelzner’s website.
Why Your Company Needs a Social Media Marketing System in 2010
January 23, 2010
One-way, top-down communication does not work as well as in former days. Today, companies must create conversations with customers and deliver useful content at the moment their prospects, clients or constituents need it. Many firms will need to reinvent their marketing in 2010.
Marketers can’t push products on people. They have to think like journalists and create a dialogue with their audience to earn a prospect’s trust. Free or low-cost applications such as blogs and podcasts, in addition to social networking tools such as Twitter, Facebook and LinkedIn, have changed the old rules. In addition, free social networking applications can be used for managing your company’s reputation, conducting market research, monitoring your competitors’ efforts and collaborating with your colleagues. Twitter can also serve as a platform for your company’s customer service.
Ideal clients can now be reached with targeted messages that cost a fraction of the old expensive advertising campaigns. In addition, social media marketing and PR efforts often allow instant feedback and measurable results, so businesses can immediately see which marketing strategies are working for them and which ones are not. Read more
Are You Fatigued by Facebook and Twitter?
October 15, 2009
Facebook gave us a way to find old classmates and renew friendships, find clients and share ideas.
Email has given us a way to quickly conduct business or send silly stuff to co-workers and friends.
So now we have IM, text messaging, friends on Facebook, and constant communication by 140 characters or less on Twitter.
All of this messaging is great as it is supposed to bring us closer to our friends and find new ones, but if we aren’t careful, these interactions can harm our real-life relationships. Columnist Elizabeth Bernstein quite recently said that she is experiencing Facebook fatigue because loved ones are sending so many photos of their children or parties, forwarding funky quizzes, and posting dozens of jokes. And they are tweeting about their whereabouts and what they are doing at the present moment.
To improve our daily interactions, Bernstein says: Before posting an item, ask yourself if it’s something you would want one of your contacts to send to you. Reward people by responding to interesting messages.
While private blogs can be platforms for political ranting, it can be considered poor form on Facebook to constantly post your political opinions.
Edgy Presentations Add More Power to Your Social Media Marketing
August 11, 2009
I started looking for alternative presentation tools for one of my always traveling friends and found Zoho Show . It is completely free for personal use, presenters can access their presentations from anywhere. You can export your slideshow to PowerPoint if needed, share your presentation online and track how many people have viewed it.
Presentation sharing site Slideshare is growing in popularity, users can upload Word documents, text files, Excel spreadsheets, PowerPoint presentations, PDF files as well as files created with Open Office (odt) and access them from the Slideshare site when presenting. There is a 100 MB maximum allowed upload file size limit.
OpenOffice 3 Impress is a free software for creating effective multimedia presentations. You can use 2D and 3D clip art, special effects, animation, and high-impact drawing tools. It is possible to save your slideshow as a PowerPoint file.
Google Presentations belong to the Google Docs and Spreadsheets family. One advantage that Google Presentations has over PowerPoint is the fact that all steps – the presentation creation, development, viewing and sharing can take place online.
Sliderocket is another emerging web-based tool. Users can incorporate video and publish their presentations online or embed them on their websites. Their free plan provides 250 MB of storage.
And yes, you have to learn presentation design from Garr Reynolds.
Spice up your presentations, spread your ideas!
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From Purple Cows to Tribes and Free Prizes – Seth Godin Has Mastered Edgecraft
August 6, 2009
Cover of Free Prize Inside
In his book, Free Prize Inside, Seth Godin points out that innovation is cheaper than advertising. He defines the “free prize” as that extra, edgy product feature. His examples include swatch watches, frequent flyer miles, Tupperware parties, and portable shredding trucks. Design and style matter, he says.
One chapter describes how brainstorming can become boring. His alternative, “edgecraft,” involves analytical thinking to add something remarkable to a product. His laundry list of edges includes safety, invisibility, and hours of operation. Much of the book deals with how to sell great innovative ideas to the VIPs of any given company.
Purple Cow taught marketers the importance of standing out from the crowd. But it left readers wondering how to come up with new purple cows.
Free Prize Inside delivers answers.
Godin says that if a product satisfies and gets consumers to tell other people what you want them to tell other people, it’s not a gimmick. It’s an experience worth talking about. It’s a soft innovation.
Anne Fisher of Fortune has told that Godin is a “guru you’d love to discount because he seems so cocky, but it’s hard to do because he’s so rarely wrong.”
I love Seth Godin’s books, as they are always thought provoking, insightful,
unusual, edgy, non-academic and inspirational.
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Running Late? – Share Your Where with Glympse
August 3, 2009
A free service for cellphones, called Glympse, lets you share your location in small increments of time. By fall, it will be available for most phones.
This software from Android Market shows where you are on a map and will allow you to share your location by sending a Glympse to a person or people. It’s available for blocks of time up to four hours. Selecting four hours means recipients can track you for that period, no matter where you go, including the speed of the car. You can share your location with a business partner, client or your family.
Glympses can also include a short message.
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Did Microsoft Soften Yahoo’s Heart?
July 31, 2009
This is what I wrote in March 2008:
“I have been following Mr. Microsoft’s chase after Ms. Yahoo and have to announce today – this “soap opera” did not have a happy ending, or maybe it was Mission Impossible after all….
Mr. Microsoft did not win Ms.Yahoo’s heart. He tried, adding more bells and whistles to his marriage proposal, but Ms. Yahoo said NO and is still waiting for a Prince On A White Horse to come and rescue her from the Land of Uncertainty. Ms. Yahoo has been winking at Mr. Google who is way more skilled than her at search and online advertising…but their relationship is still in the early stages, and the two of them have not found solid common ground yet…..
Something tells me that this story will have a sequel as Mr. Microsoft is restless, desperately trying to find a partner who would balance his shortcomings in web advertising and search. He was hoping to create a harmonious island (cloud) with Ms. Yahoo, but did not find the right key to her heart.”
Times have changed.
Microsoft and Yahoo have a deal.
Is this a marriage of convenience? Will Yahoo stay at home and stay out of the search/advertising game?
Collaboration is Key in Virtual Communications
March 27, 2009
I am always looking for good web-based collaboration tools as I constantly need to collaborate virtually. That’s how I found Onehub, this tool is not simply for collaboration, it can be used as an FTP replacement. With a free account you can only set up one hub, where you basically can upload 1 GB of files. Your hub can include calendars as well in addition to discussion boards, task lists, images, RSS feeds and video.
Paid accounts are available too – from $19 per month up to $249 per month. Details are available on the Onehub website.
Central Desktop is a great collaboration and project management platform. It has too much power for a solopreneur, but is great for teams and workgroups to share information and communicate with other members. Paid accounts start from $25 per month.
Should You Buy a Laptop or a Netbook for Your Small Business?
December 27, 2008
Netbooks (mini laptops) usually aren’t as capable, but are smaller and cheaper than a PC. The small netbooks are lightweight, less expensive than a PC, and can easily fit into a handbag or a briefcase. More than 11 million consumers bought one for as little as $269 in 2008, and prices may continue to fall. PC makers say notebook computer prices could be affected by the trend, possibly with a 20 percent drop from early 2008 prices by the end of 2009.
The $269 netbook is made by Asus ‘Eee PCs (Eee stands for “Easy to learn, Easy to work, Easy to play.”). They are designed for basic tasks of Web surfing, email and word processing. They can do Wi-Fi but have a limited storage drive capacity. To keep costs down, some Asus models ship with the Linux operating system rather than Microsoft Windows.
The keyboards are small, which could be a problem for some people, but the size is perfect for children and high school students.
Dell’s $349 – $399 Inspiron Mini 9 has an 8.9-inch LED screen. It has 512 MB of system memory and Intel’s Atom 1.6-Ghz processor.
You can order it with Windows XP operating system instead of Linux. Dell has three netbooks, all of which have USB ports, other features and four hours of battery life, depending on the applications being used.
The $309 Acer Aspire One has a bright 8.9-inch screen, a 120-gigabyte hard disk and one gigabyte of memory. It’s about an inch thick. The keys are large and separated in order to make typing comfortable for limited work.
For $50 extra, you can double your battery power.
Powered By Dell Laptop Perfect For Small Business
November 13, 2008
I have owned several laptops – COMPAQ, HPs and couple of TOSHIBAs. Although I have always admired Michael Dell’s entrepreneurial spirit, I considered Dell to be a brand for Cubicle Nation, corporate offices and call centers. So when I received an email with a message that I have won a DELL laptop, I did not know what to think.
A couple of weeks later I received my Dell Latitude™ E6400 Laptop Computer signed by Michael Dell.
Here are the full details of the configuration:
Intel® Core™ 2 Duo P8600 (2.4GHz) processor,
Windows Vista® Business,
14.1″ WXGA+ LED Backlit display,
Integrated webcam,
120GB1 7200rpm HDD with Free Fall Sensor (actually upgraded to a 160GB1 7200 RPM HDD)
Nvidia 265MB Dedicated Graphics2,
Intel 5100 a/g/n wireless,
Backlit keyboard,
Dell Wireless 370 Bluetooth®
I have grown to really like my new system. The battery lasts about 11 hours without recharging for me on days when I primarily write and do email, this is way more than I have experienced before. I have never had a laptop with a backlit keyboard, but now I am spoiled and would never consider one without. My Dell definitely increases my productivity. Since I travel quite a bit, I prefer sturdy systems rather than thin, fragile computers – the Dell is just the right size and weight. The keyboard is nice and the webcam is a great bonus feature.
I would recommend this well performing system to any small business owner.
